Mumbai: When News First started on 20 September 2020, it was the most extreme challenging times one can imagine.
Started in the midst of Covid Phase 1.
Welcomed without BARC ratings within 4 weeks of launch.
Embraced by Covid Phase 2 soon after.
The rollercoaster in the first 18 months didn't deter News First.
When the ratings eventually were restored, News First had broken into the Top 5. No mean achievement given the once in the many generations obstacles upfront.
News First had made a name for itself in super quick time with exclusives not seen in Karnataka.
This includes political breaks, programming innovations like AI MAYA, high impact investigations like Murugasri Scandal (the notorious religious head) - which no one dared pursue, World Exclusive interview with KGF director Prashant Neel, Getting Karnataka’s most famous TV legal eagle, TN Seetharam to host a weekend show on the channel - for the First time on Indian News Television …the list goes on.
Today, News First has become the channel of choice for Politics, Cinema and Cricket.
The channel is in the Top 3 in a number of markets, in reach and time bands. The brand is amongst the leaders on outube and Facebook too. Three years after being every moment for the people of Karnataka, News First is making a departure.
The channel is embracing the a new tagline, Fearless… For You.
Speaking about this MD & CEO S Ravikumar said, “Every moment in our three year journey was about dare and care. This is evident in the number of news breaks we dared to do and the number of stories for the people we carried. We felt the time was right to translate our actions into our brand messaging. The existing tagline shows our softer version. The new tagline adds aggression to the softness.”
Editor in chief Maruthi SH said,“Our dares and cares have always been for people in need. But the dares have extended to exclusive shows, exclusive interviews, exclusive concepts and celebrating other achievers’ dares. To that extent, dare has a whole wide range of meanings for us at News First”
Business head S Divaakar said, “Our news content was always our forte. People have helped us grow steadily. The market is seeing it week on week. My team is looking forward to surge with the aggressive new intent of the brand.”
A new year, a tagline, with new intent.
News First surely has stood the test of challenging times.
The times ahead will show how far they can go from the current position of strength.
